Opportunities for Language Technologies in the Tourism Sector

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1 Opportunities for Language Technologies in the Tourism Sector EUROPEAN DATA FORUM: EXPLOITING DATA INTEGRATION Luxembourg, November 2015 Carlos Romero Dexeus R&D&i Director

DATA INTEGRATION Luxembourg, 16-17 November 2015

2 Who we are?

3 Some of our projects Follow us on

4 Some of our projects

5 Some of our projects

6 Why tourism?

7 Why tourism?

8 Why tourism in Europe? Europe, the world's No 1 tourist destination 5% GDP 9.7 Million Jobs 1.8 Million businesses 588 Million tourist arrivals 3rd largest socioeconomic activity in Europe Source: COMMUNICATION FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE COMMITTEE OF THE REGIONS Europe, the world's No 1 tourist destination a new political framework for tourism in Europe

COMMUNICATION FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL

9 Why Language Technologies (LT) in Tourism?

10 Why tourism? using LT in tourism? Smart Destinations as an opportunity: Tourism destination intelligence driven by LT semantics. Big Data technologies such as LT interacting with Destinations needs: Data has become one of the more valuable assets and DMOs are looking forward to exploiting in order to create competitive advantages. Increasing number of specialized cloud tourism services platforms. Semantically rich located knowledge for the tourism industry. There will be a new-generation of cloud tourism services: Tourist have demonstrated their appetite for more personalised and contextual services (Who is where, doing what, in what context).

in order to create competitive advantages. Increasing number of specialized cloud tourism services platforms.

11 Why using LT in tourism? Smart Destinations: new tourist-centric DMOs are emerging (where new needs, new roles, new profiles, new tools are required). Tourism is one of the major drivers of the rapid growth of digital information on the Internet but most are unstructured data: an opportunity for new capture, discovery, search and analysis tools. Mobile and online self-service apps are replacing customer service phone calls or personal service (i.e. virtual hotel concierge, virtual restaurant advisor ) Natural Language Understanding technologies or speaker verification services (voice biometrics) could be useful tools in tourism services (at Call Centers, Airports, Information spots), including emotion-rich voices. Predictive modeling of tourism demand based on language analysis.

12 1. Natural interaction 1.1. Customizing products and services to different cultural segments in the respective language (tourism resource Chinese, Arabic, Korean cultures) Increasing interaction with the biggest social plataforms (Facebook or Twitter) but also with others like Sina, Weibo, Douban, etc in many other languages Facilitate social channels management: Social media represents a paradigm shift with enormous consequences for the tourism industry: Increasing role of peer recommendations online Virtual assistants for tourism business: voice-enable virtual assistants for tourism enterprises (ie. Apple s Siri application).

3. Facilitate social channels management: Social media represents a paradigm shift with enormous consequences for the tourism industry: Increasing role of peer

13 2. Content curation 2.1. Improve the way we collect, organize and display tourism information: There are multiple channels, languages and content types being published online by people from different cultures, it is crucial to curate that content by making it clear, concise, consistent, and easy to find How could you help my community manager (to manage more social channels, using more languages, in less time, in providing content, answering questions, etc.) Ways of organizing my content on the basis of semantic analysis, instead of the traditional geographical criteria, what other ways 2.4 Monitor what people are saying about my company or destination on the Web and social platforms (or monitor my competitors).

cultures, it is crucial to curate that content by making it clear, concise, consistent, and easy to find. 2.

14 3. Translation (COST VS QUALITY) 3.1. Improve relevance: Content and services cannot be translated/provided in all languages: how to decide which contents are more relevant on what languages based on semantic analysis Reduce translation costs and improve quality Facilitating interaction between asian tourist and SMEs tourism business all over Europe (online and offline), when making a reservation, selling a service, etc Developing specific tourism LT resources: taxonomies, ontologies, vocabularies or translation memories and integration with content management systems.

languages based on semantic analysis. 3.

15 4. Online positioning 4.1. Improve online presence: Detecting emotions and negative or positive opinions about our hotel or destination by nationalities Improve communication with our tourist in their language, in real time is needed (crisis management, big events, ) Search Engine Optimization (SEO): Better semantic tagging to cope with GOOGLE requirements to maintain top places. Travel companies spent more on pay-per-click advertising than any other industry except for finance How to create smarter content using semantic keyword research: synonym creation or topic trending alerts Text messaging and automated proactive notification/alerts to tourist.

Search Engine Optimization (SEO): Better semantic tagging to cope with GOOGLE requirements to maintain top places.

16 5. Tourism intelligence 5.1. New analytics enabling touristic product and service suppliers to understand customer needs better (CRM integration) New sources of information to support destinations in identifying new tourism products and develop new tourism segments New market intelligence through georeferenciated language analysis (e.g., determine causes of marketing campaign failures) Mapping semantic relationships and characteristics to identify sentiment patterns, spatial biases, predictable patterns of correlations between tourism resources, destinations, activities.towards the semantic geographies of tourism.

New market intelligence through georeferenciated language analysis (e.g., determine causes of marketing campaign failures). 5.4.

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